PASTURE GROUP
Pasture Group is a global pharmaceutical company, established and headquartered in Singapore ever since 1996. In view of pollution and airborne biological hazards, Pasture Group received a request from the Ministry of Health (MOH) to direct their efforts towards developing a mask to protect children in Singapore.
Capability Development Grant (CDG)
The Pasture Group’s re-branding project was made possible by Spring Singapore under the CDG initiative, which aims to help companies build brands and elevate their brand equity.
Challenges
As Pasture Group has never engaged in proper marketing, the brand was almost unheard of in Singapore despite numerous partnerships with national healthcare institutions. On top of that, consumers often purchase masks from famous brands, without taking into consideration the product attributes.
Hence, the challenge was to get consumers to understand the need to discern between different masks, rather than making blind purchases. Also, Pasture needed to be given due recognition for their effort in protecting many lives during epidemics such as the SARS outbreak.
Solutions
To get consumers to pay more attention to the masks they purchase, Adwright’s first move was to educate the public on the importance of clean and virus free air, and on how to choose the right masks. All information was made accessible on a visual-led microsite (www.maskhave.com) with infographics, particularly targeted at parents who were looking to protect their children.
Secondly, to convince consumers that Pasture was the brand to turn to, Adwright focused on letting consumers know that Pasture genuinely cares for their users. To do so, the aforementioned microsite was organised into a story in which Pasture appears as the solution to hidden danger.
Packaging designs and attractive posters were created to support these brand story-telling efforts. Mainly, the theme of heroism was manifested in the form of superhero mascots which encouraged people to trust Pasture in the battle against haze and viruses. In addition to this theme, Pasture’s reputable background and endorsements by relevant authorities (FDA and NIOSH) were accentuated to build the brand’s credibility.
To better clarify Pasture’s existing business segments, various sub-brands (Pasture Mask, Pasture Pharma) were also created.
Components
- Brand Consultancy
- Brand Identity Development
- Brand Storytelling
- Brand Education / Training
- Packaging Design
- Digital Branding and Web Strategy Consulting
Results
Pasture’s branding efforts were a success, the packaging of their products embodied the essence of Pasture as a reliable brand that cares about the well-being of people. Since Adwright’s re-branding efforts, Pasture has also penetrated the Southeast Asian markets and will soon be available in both Japan and China.
